7 steps to put your lead nurturing on steroids

7 Steps: To Put Your Lead Nurturing on Steroids

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Welcome to the Jungle

Justin GrayCEO, LeadMD@myleadmd

LeadMDMarketing Automation Expertshttp://leadmd.com

• Marketo & Salesforce Consultancy

• 1000+ Engagements• Retainer & One Time• Service & Training offerings• Content & Data Offerings• Preferred Service Provider

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Welcome to the Jungle

Mary FirmeChief Lead Accelerator, ReachForce@MaryFirme

ReachForceMarketing Technology http://reachforce.com

• Mastering lead data quality for B2B Marketers for nearly a decade

• Driving innovation in digital marketing to build quality leads and shorten the buying cycle

• Providing a comprehensive view across inbound, events, marketing automation and sales automation

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STEP 1:Groundwork: Marketing and Sales Data

25% of the average B2B database is inaccurate 60% of companies surveyed had an overall data health scale of “unreliable” 80% of companies have “risky” phone contact records “The Impact of Bad Data on Demand Creation” - Sirius Decisions

1. Poor Data Quality is Costing You $$$

Brian Hansford, Marketing Automation Practice Lead, Heinz Marketing

“Using a database of 100,000 contacts, a strong organization will realize nearly 70%more revenue than an average organization based purely on data quality!” “The Impact of Bad Data on Demand Creation” - Sirius Decisions

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1. Marketing Automation Destroyed by Bad Data

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B2B data degrades 25% per year. – Deal with it. You have to.

Emails Invalid? Check deliverability.– You may find some bad ones are good and

vice versa. Postal Addresses? Validate. Phone numbers? Check and correct. Junk? Zap it. Duplicates? Merge them.

1. Clean your data before you start anything.

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STEP 2:Complete the infrastructure

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2. Data is King. Complete It. Speed Results.

Get a 4% increase in sales for every 1% improvement in Data Quality

Fill any gaps in your data (without wasting nurture activities to fill in blanks)

Industry Global scope Revenues Transform raw SIC codes, revenue into your custom segment

bands Mailing address for events or direct mail Phone number

Append missing or bad emails

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STEP 3:Step on the Gas. Optimize your landing pages.

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3. CAPTURE MORE LEADS. CAPTURE MORE INFO. CAPTURE MORE $$$

Forrester Infographic 2012

“Today’s buyers are

two-thirds to 90% of the way

through their purchase

journeybefore they reach

out to the vendor.”

- Lori Wizdo, Forrester

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3. Respond to leads a lot faster – Sell a lot more.

Online Inbound Lead Conversion

0

10

20

30

40%

Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

% Leads Converted to Opportunity

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3. Respond to leads a lot faster – Sell a lot more.

Webinar Leads Conversion

7 Steps: To Put Your Lead Nurturing on Steroids

0

10

20

30

40%

Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

% Leads Converted to Opportunity

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3. Optimize Landing Pages

20 Questions? No, you get 10. Longer Forms, Fewer Leads.

– Cut any question you can get answered without asking the prospect

Add information through Data Append (like SmartForms) Product, Technology, or Buyer Pain? Align content page to

these data points and capture in the background. Hidden fields can grab from multiple sources – use them.

Don’t let Hot leads Go Cold. – Buyers aren’t tire kicking when they hit your site –

they’re buying– Faster response converts to opportunity at a

massively higher rate

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STEP 4:Dust off those Buyer Personas

04/11/2023Presentation Title16

4. Nurture Marketing IS Conversational Marketing

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4. Personas Matter in the Middle

Revisit persona strategy– Who Did you Create it for?

Trash what sucks

– Align to your content plan– Operationalize in accordance with nurture

General Tracks Persona Tracks Customer Tracks

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4. Divide & Conquer

Create Persona Entry Plans– Align Actions Around Personas

Map Content to Personas Identifiable Actions Debunking Actions

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4. Operationalize It!

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STEP 5:Create the Gate

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5. Forget what you’ve been taught

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5. Divide & Conquer

Create Unique Action Steps– Align Actions Around Personas

Engagement Successes Abandons Nurture Entry

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STEP 6:The Rubber Meets the Road

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6. If You _____ it, They will ______.

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6. So, Build It!

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6. Oh, and Analyze It!

How does Content Influence Behavior

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STEP 7Keep on Doing it

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7. It’s not rocket science

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7. Use 6 Month Iteration Cycles

6 Month Lifecycle– Recycle

One Topic should yield at least 3 others

– Reduce Cut out noise & Outdated Content

– Reuse Change Channels & Keep it Fresh

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7. #KeepItFresh

Refresh Your Library CONSTANTLY– Assemble Your Crew

PR to drive placements– High Value Placements (HVP)

SEO ensures staying power

– Organic First The buyer determines your actions

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STEP 8Really Should Have Been Step 0

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8. Reporting Doesn’t Come Last!

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8. Think about Reporting First.

Marketing Program Metrics– Activity and response– Content Conversions– Email delivery. Unsubscribes.

Funnel Reporting based on:– Net New Names– MQL’s– Influenced Opportunities

Socialize your results.

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MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified)

8. Known Benchmarks

Example: Moving from Benchmark to Best Practice For each 1,000 leads, best-in-class companies create 46 more MQLs than

benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).

Estimate: $150,000 additional revenue per month (based on 3 additional deals per month at an average deal size of $50,000)

SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close

Benchmark N/A 5.1% 61% 56% 26.5%

Best Practice N/A 9.7% 82% 62% 29%

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8. Results @ LeadMD

Persona based nurture in 15 weeks– Down from 40– Lead flow increased by 37%– Nurture program ROI up by 41%– Form conversions boosted by 26%

3X ROI on Persona Implementation

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8. Results @ ReachForce

Program Results – Lead Engagement up by 453% – Email delivery up by 12%– Email Open rate increased 112%– Email Click% up 178%

41% Increase in Marketing Sourced Opportunities

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THANK YOU

LeadMD.com/pigsfly– @myleadmd– @jgraymatter

Reachforce.com– @reachforce– @maryfirme

7 Steps: To Put Your Lead Nurturing on Steroids